Customer engagement refers to the interactions that members of your audience have with your brand, whether online or in person.
Customer engagement occurs when a customer interacts with a particular brand. That can include opening an app, visiting a website, commenting on a social media post, reading an email, tapping on a push notification, or stopping by a brick and mortar store. Many brands use customer outreach—via email, push notifications, in-app messages, social postings, and other channels—to encourage more consistent engagement among members of their audience. Customer engagement is often tracked by brands in order to help them understand whether their campaigns and brand message are resonating and to give them insight into whether a given customer or audience segment is in danger of churning.
“Customer engagement was a problem for us until we started sending personalized emails and push notifications to people who hadn’t visited our website or app in the last week.”